Marketing Communications & Advertising Flashcards
6 cards from real CMA practice questions. Tap to flip, then mark Knew It or Still Learning — missed cards come back until you master them.
Read the first 6 Marketing Communications & Advertising flashcards as text
What is 'integrated marketing communications' (IMC)?
Answer: Coordinating all marketing communication tools and channels to deliver a consistent message
IMC is the strategic coordination of all communication channels to deliver a unified, consistent message to the target audience.
Which of the following is an example of 'above-the-line' (ATL) advertising?
Answer: National television commercials
Above-the-line advertising uses mass media like national TV, radio, and newspapers to reach broad audiences.
What is the main goal of a 'call to action' (CTA) in advertising?
Answer: To prompt the audience to take a specific desired action immediately
A CTA directs the audience to take a specific action, such as 'Buy Now,' 'Sign Up,' or 'Learn More,' to drive conversion.
What does 'reach' mean in the context of an advertising campaign?
Answer: The number of unique individuals exposed to an ad at least once during a campaign
Reach is the total number of unique individuals who are exposed to an advertisement at least once during a campaign period.
Which advertising model charges brands based on how many times an ad is displayed, regardless of clicks?
Answer: Cost per mille (CPM)
CPM (cost per mille) charges advertisers for every 1,000 times an ad is displayed, irrespective of user interaction.
In the US, what federal body regulates advertising claims to prevent false or misleading advertising?
Answer: FTC (Federal Trade Commission)
The FTC regulates advertising in the US to ensure claims are truthful, non-deceptive, and substantiated.